Department of Agricultural Education & Studies

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Graduate Programs: Greg Miller 515-294-2583 / Undergraduate Programs: Mike Retallick 515-294-4810

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Graduate Student Scholarly Work

 

Yacoub, M.M. (2001). Extension as a source of agricultural information in the media. Master’s thesis.

Many studies have attempted to determine the use and sources of information within the agricultural sector but none have examined the way different media sources accredit Land-Grant Extension Service as a main source of information. This study aimed to determine if the Iowa media considers Extension to be a major, reliable source of agricultural information. Through content analysis of selected samples of agricultural news and issues, the study explores the attribution of Land-Grant Universities’ Extension Services as a credible source of information in both print and broadcast media.

The sample consisted of two TV programs Ag Day and U.S. Farm Report; two radio programs The Big Show airs over WHO-AM (1040 MHz) and Power Lunch is broadcast over WMT-AM (600 MHz); two agricultural magazines (Wallaces Farmer and Progressive Farmer); and the Des Moines Register Sunday newspaper. The result of the content analysis showed that the print media examined cited the Extension services of Land-Grant Universities more than any other source, cited more information sources from Land-Grant Universities’ Extension Services, followed by federal and state agricultural agencies, private for-profit providers, farmers, commodity groups, government officials, and other sources.

However, broadcast media cited the majority of their information from private for-profit sources, followed by commodity groups, federal and state agricultural agencies, Extension services of Land-Grant Universities, government officials, farmers, and other sources.